Project Report MDA

Project Title:
Evaluation of Effectiveness of the Existing Market Development Activities at
Nitco Ltd.
Submitted by: Sonali Gawde
Geography Covered: Mumbai & Ahmedabad
Index
1. Definition and Purpose of the Project
2. Objective of the Project
3. Outline of the Project Work
4. Observations & Analysis
5. Recommendations

1. Definition and Purpose of the Project
Market Development Activities: The activities undertaken for expansion of the
total market of a product or company, constituting effective process for
developing overall business and deliver business growth through maximizing
sales.
This is achieved in 3 aspects:
• New products or services to existing customers.
• Existing products or services to new customers.
• New products or services to new customers.
The purpose of market development activities at Nitco Ltd. is to showcase the
service and support provided by the company towards the influencers and its
consumers.
All the major players of building material industry are following a certain trend of
organizing Market development activities so as to engage their target customers
and achieve maximum sales and growth.
It is necessary to evaluate these activities for the following reasons:
• To ensure efficiency and effectiveness of the activities.
• Optimum utilization of resources available.
• To gain competitive advantage.
• Monitor-Review-Improvise on the shortfalls for Market Development.
2. Objective of the Project
To review, prioritize and modify the current market development activities in
terms of cost effectiveness and higher returns in terms of sales.
Goals and Action plan
Goal 1: To study the various market development activities currently undertaken
by Nitco and Competition.

Plan of Action:
-To list the various types of market development activities undertaken by Nitco.
- Evaluate & shortlist the relevant target audience of the market development
activity.
-Record the review and feedback of the target audience (Influencer community).
-Bench mark Nitco vis-à-vis the competitors.
Goal 2: To evaluate the efficiency and cost effectiveness of these activities.
Plan of Action:
-Study all the activities in terms of resources spend and its relevance.
-Understand the various activities undertaken by competition to maximize
business growth.
-Evaluate and Shortlist the relevant activities for Nitco.
3. Outline of the Project Work
The Target Audience of the Market development Activities i.e. the influencer
community was approached and a review of these activities was recorded as to its
usefulness, efficiency, practicability and value in terms of returns.
Questionnaire Designed w.r.t. Nitco SOP for these activities and the data received
was recorded and tabulated.
Geographies Covered
Particulars Mumbai Ahmedabad
Dealer Sales Boy 15 8
Sub-Dealers 25 10
Architects 10 10
Mason/Contractors 15 0
Competitor Sales Men's 2 0
Total Sample Size 67 28

4. Observations & Analysis - MUMBAI
Market development Activities for Competitor’s
KAJARIA
Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Meet Level Regional & Area Meet Level Area Meet Level Regional & Area
Frequency Twice in a Year Frequency Once in a Year Frequency Twice in a Year
Venue 3-4 Star Hotel Venue Hall in 2star Hotel Venue Area 3-4 star Hotel
Regional 5-7 star Hotel
Time Evening
7-11pm
Time Evening
7.30-9pm
Time Evening
8pm onwards
Meet Type Dinner Meet Type Tea-Snack Meet Type Dinner
Flow of
Activity
1) Company
Presentation
2) Product Display &
Knowledge
3) Product Launch
4) Discussion/Review
Flow of
Activity
1) Company
Presentation
2) Product Technical
Knowledge
3) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
4) Entertainment
Gift Yes
Dairy & Pen
Wall Clock
Gift Yes
Bag
Gift Yes
Dairy & Pen
Highlight On the spot schemes Highlight Schemes from
dealers
Highlight Interaction with top
management.
Budget Budget Budget
Promotional Activities: Gifts like
Wrist-Watch, Bag, Calendar, Sweets
on festivals and achievement of
huge sales.
Umbrella in rainy season, Bag
occasionally.
Sweets (Chocolates) on Festivals.
RAK
Meet Level Area Meet Level Area Meet Level Regional
Frequency Twice in a Year Frequency Once in a Year Frequency Once in a Year
Venue 3 Star Hotel
RAK Studio
Venue Hall in 2star Hotel Venue 5 star Hotel
Time Evening
7-10pm
Time Evening Time Evening
8pm onwards
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Flow of
Activity
1) Company
Presentation
Knowledge
3) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
4) Entertainment
Gift Yes Gift No Gift Yes
Coupons
Highlight Review Session Highlight N.A Highlight Interaction with top
management.
Promotional Activities: No Promotional Activities: No Promotional Activities: No

SOMANY
Meet Level Regional Meet Level N.A Meet Level N.A
Frequency Once in a Year Frequency N.A Frequency N.A
Venue 5 Star Hotel
Renaissance
Venue N.A Venue N.A
Time Evening
7-11pm
Time N.A Time N.A
Meet Type Dinner Meet Type N.A Meet Type N.A
SOP of
Activities
1) Company
Presentation
Knowledge
3) Product Launch
5) Entertainment
SOP of
Activities
N.A SOP of
Activities
N.A
Gift No Gift N.A Gift N.A
management.
Highlight N.A Highlight N.A
Sweets on festivals.
Promotional Activities: No. Promotional Activities: No
JOHNSON
Meet Level Area Meet Level Area Meet Level Regional
Frequency Once in a Year Frequency Once in 2 Year Frequency 3 Year back
Venue House of Johnson
Resort
Venue Hall Venue 5-7 star Hotel
Time 1 day stay Time Evening
8-10pm
Time Evening
7pm onwards
Meet Type Dinner Meet Type Dinner (Biryani) Meet Type Dinner
SOP of
Activities
1) Company
Presentation
Knowledge
3) Product Launch
5) Entertainment
SOP of
Activities
1) Company
Presentation
Knowledge
3) Q&A Round
SOP of
Activities
1) Company
Presentation
Knowledge
4) Entertainment
Gift No Gift Yes
Measuring Tape
Gift Yes
Stationary Kit
Highlight Outdoor Trip Highlight Showcases New
Product
management.
Promotional Activities: No Promotional Activities: No Promotional Activities: No.

VARMORA
Meet Level Regional Meet Level N.A Meet Level N.A
Frequency Once in a Year Frequency N.A Frequency N.A
Venue 5 Star Hotel
ITC Grand
Venue N.A Venue N.A
Time Evening
7-11pm
Time N.A Time N.A
SOP of
Activities
1) Company
Presentation
Knowledge
3) Product Launch
5) Entertainment
SOP of
Activities
N.A SOP of
Activities
N.A
Gift No Gift N.A Gift N.A
management.
Highlight N.A Highlight N.A
Dairy on Occasions.
Promotional Activities: No. Promotional Activities: No
Market Development Activities for Nitco
NITCO
Meet Level Area Meet Level Area Meet Level N.A
Frequency Once in a Year Frequency Once in a Year Frequency N.A
Venue LS Studio Venue Dealer outlet/Hall Venue N.A
Time Afternoon
12-7pm
Time Evening
7.30-9pm
Time N.A
Meet Type Tea-Snack Meet Type Tea-Snack Meet Type N.A
SOP of
Activities
Knowledge
2) Sample Booking
of products
SOP of
Activities
1) Company
Presentation
Knowledge
3) Q&A Round
4) Factory Visit
(dealer initiative)
SOP of
Activities
N.A
Gift No Gift Yes
Level Batli
Gift N.A
Highlight Convenience of visit
time.
Highlight Schemes/Commission
from dealers
Highlight N.A
Budget Budget Budget N.A

Promotional Activities: No. Promotional Activities: Gifts like
Umbrella in rainy season, Bag
occasionally.
Promotional Activities:
Sponsorships for Architect Cricket
Match.
Analysis:
• Kajaria is the most prominent and effective in terms of arranging meets and
it’s also organized on regular bases as compared to others in the Tile
Industry.
• Kajaria arranges meets to ensure its dealers, sub-dealers & architect are
well connected and informed about its new products & studios.
• RAK & Johnson stands next to Kajaria in effectiveness of meets, followed by
Nitco, Somany and Varmora.
• SOP of all the companies is more or less same, what matters is the
efficiency achieved in arranging the meets.
• Sub-dealers, Mason & Contractors meets have repetitive activities at their
respective meets.
• Promotional Activities are mainly focused by Kajaria & Nitco.
• Dealer-Sales person meets are not in trend as the returns from it is not
quantifiable and hence companies have shifted its interest from arranging
the same.
• Architects are the major influencers and Nitco lacks in arranging meets and
promotional activity towards them.

5. Observations & Analysis - AHMEDABAD
Market development Activities for Competitor’s
KAJARIA
Sub-Dealer Meet Dealer Sales Boys Meet Architect Meet
Attendees 30-40 Attendees 15-20 Attendees 300-400
Meet Level Regional Meet Level Regional Meet Level Regional
Frequency Twice in a Year Frequency Once in a Year Frequency Once in a Year
Venue 3-4 Star Hotel
Karnavati Club
Venue Dealer Outlet Venue IIID Event Stall
1st
Friday
Time Evening
7.30-11pm
Time Afternoon
2.30-4pm
Time Evening
6-10pm
Meet Type Dinner Meet Type Tea-Snack Meet Type Dinner from @ IIID
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Flow of
Activity
1) Company
Presentation
2) Product Display
Knowledge
4) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
Gift Yes
Gift Hamper
Gift No Gift No
Highlight One of the meet is
compiled with dealer
Highlight Quiz among the DSB Highlight Top A+ Architects are
taken on trips. (F1Race)
Budget Budget Budget 1-1.5 Lac
Bag, Calendar, Sweets on festivals
and achievement of huge sales.
Promotional Activities: No Promotional Activities: Sponsorship
for IIA Event.
HARMONY
Sub-Dealer Meet Dealer Sales Boys Training Architect Meet
Attendees 50-60 Attendees 2-5 Attendees N.A
Meet Level Regional Meet Level Individual Dealer Meet Level Regional
Frequency Occasional Frequency Once/Twice in a Year Frequency Once in a Year
Venue 5 Star Hotel
Courtyard Marriot
Venue Dealer Outlet Venue 5 Star Hotel
Courtyard Marriot
Time Evening
7.30-11pm
Time Afternoon
1hour activity
Time Evening
7.30-10.30pm
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Flow of
Activity
1) Product Display
Knowledge
3) Sales Techniques
4) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Gift Yes
Pen/Dairy
Gift No Gift Yes
Gift Hampers
(chocolate)
Highlight Meet is combined
with dealer.
Highlight Individual Dealer
outlet activity.
Highlight Concept Displays –
Mock ups

SOMANY
Attendees 40-50 Attendees 2-4 Attendees 40-50
Meet Level Regional Meet Level Individual Dealer Meet Level Regional
Frequency Twice in a Year Frequency Once/Twice in a Year Frequency Once in a Year
Venue 3 & 5 Star Hotel
Courtyard Marriot
Chowkidhani
Venue Dealer Outlet Venue 5 Star Hotel
Courtyard Marriot
Time Evening
7.30-11pm
Time Between working Hrs Time Evening
7.30-11pm
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Flow of
Activity
1) Product Display
Knowledge
3) Sales Techniques
4) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Gift Yes
Gift Hamper
(not always)
Gift Yes
Cap/Water-bottle
Gift Yes
Gift Hampers (Dairy Kit)
Highlight 1) Stock Booking
2) Get Together
Highlight Individual Dealer
outlet activity.
Highlight N.A
Promotional Activities: Festival
sweets @ high sales yielding
counters.
Promotional Activities: No Promotional Activities: Also
participates in IIA meets but not
regular.
AGL
Sub-Dealer Meet Dealer Sales Boys Meet Architect Meet
Attendees 20-30 Attendees N.A Attendees 40-50
Meet Level Regional Meet Level N.A Meet Level Regional
Frequency Once in a Year Frequency N.A Frequency Oncein a Year
Venue AGL Studio
Village Hotel
Venue N.A Venue 5 Star Hotel
Four Points
Time Afternoon
12pm onwards
Time N.A Time Evening
7-11pm
Meet Type Lunch Meet Type N.A Meet Type Dinner
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Promotion
Flow of
Activity
N.A Flow of
Activity
1) Company Presentation
Knowledge
Gift No Gift N.A Gift Yes
Gift Hamper (chocolates)
Highlight N.A Highlight N.A Highlight N.A
Budget Budget N.A Budget
Promotional Activities: Sub-dealer
gives commission to loyal
Contractor/mason
Promotional Activities: N.A Promotional Activities: No

Market Development Activities for Nitco
NITCO
Attendees 50-60 Attendees 2-4 Attendees 15
Meet Level Regional Meet Level Individual Dealer Meet Level Individual Architect
Frequency Once in a Year Frequency Twice/Thrice in a Yr. Frequency 1st
Time
Venue 5 Star Hotel
Novotel
Venue Dealer Outlet Venue Architect Office
Time Evening
7pm onwards
Time Between working Hrs
Afternoon 1hr.
Time Day Time
2 Hrs.
Flow of
Activity
1) Company
Presentation
Knowledge
3) Product Launch
Flow of
Activity
1) Product Display
Knowledge
3) Sales Techniques
4) Q&A Round
Flow of
Activity
1) Company
Presentation
Knowledge
Gift No Gift No Gift No
Highlight Stock Booking Highlight Individual Dealer
outlet activity.
Highlight Ensures Sales and
provides project lead.
Budget Budget Budget Rs.1000 per office
Analysis:
• Somany is the most prominent and effective in terms of arranging meets
on frequent intervals.
• Kajaria, Nitco & Harmony stands next to Somany in effectiveness of
meets, followed by AGL.
• Meets are modified as per the objective requirements.
• Promotional Activities are mainly focused by Kajaria & Somany.
• Architects are the major influencers and Nitco is strongly focused for
doing MDA in this segment against competitors.
• Commission/Incentives is a major factor for influencing Architect,
Masons & Contractors.

6. Brand Preference – MUMBAI
The most preferred brands are Kajaria & RAK the reason being good Services &
Support, Organizational Structure, Product & Branding and Competitive Pricing.
Nitco stands 3rd
and hence needs Improvement in:
• Services & Support
• Branding
• Market Development Activities
The most preferred brands are Kajaria & RAK the reason being good Design &
Sizes, Services & Support, Marketing Activities and Proper Follow up.
Nitco stands 3rd
• Size options
• Services & Availability Issues
• Marketing Activities
• Innovation

7. Brand Preference – AHMEDABAD
The most Preferred brand is Somany the reasons being good Design & Sizes,
Branding, Services and Competitive Pricing.
Nitco stands 2nd the reasons being good Brand Image, Quality, Field Force
Support and Architect Specifications.
Kajaria stands 3rd the reasons being effective Marketing Activities, Variety of
Product Offered, Organizational Structure and good Services & Support.
The most Preferred brands are Kajaria & Somany the reason being good Design &
Sizes, Services & Support, Marketing Activities, Proper Follow up and Competitive
Pricing.
Nitco stands 3rd
• Size options
• Services & Support
• Marketing Activities
• Innovation

8. Analysis of Marketing Activities in terms of Meets.
Meets suffices the following:
 Provides Direct Touch Point
 Update Influencer Community
 Build Relation & Trust
 Product Promotion
 Product Review
 Inject Motivation
 Schemes ensuring Sales
 Competition Activity Tracking
9. Recommendations
• Mason/Contractor Meet
 SOP – The activity plan should be Dynamic and not repetitive which has
been done earlier.
 Dedicated Day @ LeStudio in order to suffice the following:
o Training on Product
o Query Solutions
 Schemes based on Sales to encourage sales and Small rewards should be
announced like -
o Movie Tickets
o Dinner Vouchers
o Amusement Park Tickets
• Dealer Sales Boy Meet
 It better to convert the meet into Dealer Sales Boy Training, which will be
cost effective and also efficient in serving the purpose.
 It could be held at Individual Dealer Outlet.
o 2 – 4 Sales Boys only
o Focused on Sales techniques

o Offer small gifts occasionally to keep involvement
• Sub-Dealer Meet
There can be two ways in which this meet can be arranged:
• At the LeStudio.
• Where activities like Product Promotion, Sample Booking can be
focused, it will result in effectiveness and efficiency in terms of
results and cost.
• It should be a simple High Tea event.
• Proper Follow up of promised activities should be done, i.e. in
terms of Sampling promised or gifts etc.
• Sales can be generated only by ensuring company services &
support to the dealers.
• At the Hotels.
• It can be held at 3 – 4 Star Hotels, so to ensure a push for sub-
dealers to attend.
• A proper SOP needs to be followed for carrying these activities.
• Schemes based on Sales w.r.t Foreign Travel should be announce
for sub-dealers also, since they are small players and can be
influenced easily for a big R.O.I.
• These activities can be organized in partnership with dealer – in
away that both the company & dealer should get benefit.
• Architect Meet
• These meets should be held at Regional level atleast once in a year.
• It should focus on Marketing Activity so as to Nurture Architect
Relations with the company.
• There could also be Presentations held at Architect Offices like a
Small meet at Individual - Architect Offices. This will ensure we have
no lost touch and contact of architect and there will be Brand recall
at time of purchase. The Benefits from the same would be as follows:
 Target - Relevant Architects
 Generate Project leads i.e. On the Spot inquiry for Projects
 Build Relations with new Architects/Associates
 Ensures sales

 For such meets the Selection Criteria should be Architects with
major Project work

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